"As MuchMusic marks its 25th anniversary this month, there will be no stylishly produced retrospectives, no neon-splashed '80s videos from the vault, and no nostalgic appearances by former VJs.

In fact, representatives from the network - which has survived by keeping a finger firmly on the pulse of young people - say they will not mark the milestone at all, arguing that their audience just doesn't care about it.

"We will be doing absolutely nothing for the 25th anniversary," said Brad Schwartz, senior vice-president and general manager of Much MTV Group.

"It's actually really, really important to me. ... You will not see a press release from us, they will not do anything special on air, there will be nothing going on, you will never know that Much turned 25, because for us it's not a story. "We are in the looking-forward business, we are in the looking-at-today business, we are in the young-person business. We are not in the looking-back business."